Date: 12th November 2010

Chapter 3

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Yearning theories

Perception

Motivation and values

The self

Personality & lifestyle

Attitudes

Importance of communication in CB
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Yearning is defined as the 2
   

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 2



 
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Products as reminders of life experiences

Products + memory = brand equity/loyalty

Yearning: a relatively permanent change in

behavior caused by experience
Incidental learning
Ongoing process

3-4
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The Elements of Consumer Yearning

Behavioral Yearning Theories

Cognitive Yearning Theory

Measures of Consumer Yearning

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Marketers must teach consumers:

where to buy
how to use
how to maintain
how to dispose of products

Motivation: Unfilled leads of the consumers lead to

motivation, which spurs learning. For ex: need for a bike

Cues: Cues are stimuli that direct these motives. Ex: ads on
bikes, bike race etc.,

Response: The way individuals react to a drive or cue Ȃ how

they behave Ȃ constitute their response. Ex: Purchase of
bike

Reinforcement: It increases the likelihood that a specific

response will occur in the future as the result of particular
cue or stimuli.
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Also known as stimulus Yearning based on
Ȃ response learning mental information
Based on observable processing
behaviors (responses) Often in response to
that occur as the result problem solving
of exposure to stimuli
Focus is on
2  and

2  of learning
rather on the 2
 of
learning.
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Yearning = responses to external events

DzBlack boxdz
Observable behavior

Classical conditioning & instrumental

conditioning

Stimulus Consumer Response

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A. Classical Conditioning

B. Instrumental Conditioning

C. Modeling or Observational Yearning

 A behavioral learning
theory according to
which a stimulus is
paired with another
A. Classical
stimulus that elicits a
Conditioning
known response that
serves to produce the
same response when
used alone.

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@ell-known brand
symbols acts as
unconditioned
stimulus
@e now associate
this product with
strength.
http://www.youtube.com/watch?v=jTav-
vdht0E
 A behavioral theory of
learning based on a
trial-and-error process,
¦. with habits forced as
Instrumental the result of positive
(Operant) experiences
Conditioning (reinforcement)
resulting from certain
responses or
behaviors.

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Positive

Negative

Forgetting

Extinction
i@on Video

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Customer Satisfaction (Reinforcement)

Reinforcement Schedules

Shaping

Massed versus Distributed Yearning

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 A process by which
individuals observe
how others behave in
C. response to certain
Observational stimuli and
Learning reinforcements.
Also known as
modeling or
vicarious learning.

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 The consumer
observes a
positive response
by two teens.
  olds that the kind
of learning most
characteristic of
Cognitive human beings is
Learning problem solving,
Theory which enables
individuals to gain
some control over
their environment.

 
 



Relates to cognitive ability and the

complexity of the information

Individuals differ in imagery Ȃ their ability to

form mental images which influences recall
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 Ñ 
 ›
  olds that the kind
of learning most
characteristic of
à. Cognitive human beings is
Learning problem solving,
Theory which enables
individuals to gain
some control over
their environment.

 
 



Relates to cognitive ability and the

complexity of the information

Individuals differ in imagery Ȃ their ability to

form mental images which influences recall
Ê 
 

 

 
 Ñ 
 ›

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Movement from short-term to long-term

storage depends on
Rehearsal
Encoding
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Recognition and Recall Measures

Aided and Unaided Recall

Cognitive Responses to Advertising

Attitudinal and Behavioral Measures of Brand

Yoyalty

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Function of three groups of influences

Consumer drivers
Brand drivers
Social drivers

Four types of loyalty

No loyalty
Covetous loyalty
Inertia loyalty
Premium loyalty

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weblink

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Refers to the value inherent in a well-known

brand name

Value stems from consumerǯs perception of

brand superiority

Brand equity reflects learned brand loyalty

Brand loyalty and brand equity lead to

increased market share and greater profits

Copyright 2007 by Prentice Hall